Kelebogile Makwala | co-author of Ithemba Lila Nyuka (Hope is Rising): Responding to Customer Emotions During Uncertainties. Marketing Communications in Emerging Economies, Volume II pp 125–140.

A feeling of possibility has a strong effect on how a person may endure a situation as a possibility is embedded in hope and uncertainty. In marketing communications, brands inspire some form of hope in terms of what the brand can do. In this chapter, we evaluate and share insights into a marketing campaign that inspired hope and spurred a nation in an uncertain situation.

The focus was on seeking out and delivering the true intangible value of customer well-being through coordinated, customer-centric marketing communications. The chapter shares insights into how brands can create value even in uncertain and harsh conditions.